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Thursday, September 2, 2010

We all watched Masterchef and many wanted to learn how to cook like one. People were running to the shops to buy the ingredients, to be able to create fabulous things in the kitchen. But why? Cooking and DIY is not fun if it is for everyday food consumption. It is done more because we crave the pleasure of being an artist, a creator, someone who shapes the world. And we want to have fun!

I would say DIY is a reaction on the boredom of our time. Sure, people are stressed, but there are more people who think life is too dull than who think it´s too exciting. We are heavy consumers of information, all flooding into our brains through or tech gadgets, but our hands and fantasy are not used for more than scrolling pages on the ipad. We are over stimulated in one part, and under stimulated in another. We work as small pieces in a big machinery, and very few get to see something go from conception to completion.

When creating a strange mystery challenge like piece in the kitchen or hammering on your own fence, you feel as if you are meaningful. I think humans are meant to build and develop things. It makes us live to our full potential, having all senses involved, and I think that is why Masterchef was such a powerful show; tapping into our deep needs and dreams of having a purpose.

Hi, My name is Carolin. I am a strategic planner who specialise in emotional branding and understanding consumers on a deep level; by revealing what is driving them, stopping them, making them relax or get scared, what they love or hate. I´m passionate about the power of influence, how we can use what we know about psychology and other sciences to influence and inspire people with effective campaigns that really touches the heart and build sustainable relationships between people and brands.

This blog is about marketing, advertising, strategy, PR, planning, business and consumer insights, research and the phsychology of influence. Comments and emails are very welcome! I would love to get your feed-back.

I work as a strategic planner at the best ad agency Stockolm has to offer :)